The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In case of the peripheral route to persuasion:
A)the message will more likely create favorable attitudes if the endorser in the ad is attractive and likeable.
B)the message should contain a lot of detailed information.
C)the receiver is actively involved in the communication process.
D)the quality of the message claims are more important than a spokesperson, headline, pictures, or music.
E)the message deals with high-involvement buying situations.

Question

Quizplus · Accepted Answer

In the peripheral route, the receiver is not actively involved in the communication process and is more likely to be influenced by peripheral cues such as the attractiveness and likability of the endorser in the ad.

The Elaboration Likelihood Model (ELM) States That There Are Two